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Sumit Singhal
Sumit Singhal
Sumit Singhal loves modern architecture. He comes from a family of builders who have built more than 20 projects in the last ten years near Delhi in India. He has recently started writing about the architectural projects that catch his imagination.

Mercedes-Benz at the IAA 2011 Frankfurt Festival Hall in Germany by Kauffmann Theilig & Partner

 
October 28th, 2011 by Sumit Singhal

Article source: Kauffmann Theilig & Partner

Frankfurt’s Festival Hall once again played host to Mercedes-Benz at the IAA International Motor Show (September 13 – 25, 2011) where the “pulse” of a new generation of automobiles was on display. The exhibition design by architectural firm Kauffmann Theilig & Partner and Frankfurt-based Atelier Markgraph was a continuation of this years running-theme: 125 years since the invention of the automobile. This is the 9th consecutive collaboration between the two.

Image Courtesy Andreas Keller, Altdorf

  • Architects: Kauffmann Theilig & Partner
  • Project: Mercedes-Benz at the IAA 2011 Frankfurt Festival Hall
  • Location: Ludwig-Erhard-Anlage 1, D-60327 Frankfurt am Main, Germany
  • Client: Daimler AG, Mercedes-Benz Cars BC/BP
  • Communication and media design: Atelier Markgraph, Frankfurt am Main
  • Construction: Display International Schwendinger, Würselen
  • Photography: Andreas Keller, Altdorf

Image Courtesy Andreas Keller, Altdorf

Engineers

  • Lighting planning: TLD Planungsgruppe, Wendlingen Cupola covering, structure formTL, Radolfzell“Markenband“/stage
  • Structure stand: Pfefferkorn Ingenieure, Stuttgart
  • Climatic concept: Transsolar Energietechnik, Stuttgart
  • Fire protection: Halfkann + Kirchner, Erkelenz

 

Image Courtesy Andreas Keller, Altdorf

Values

  • Gros floor area (hall total): 10.800 m²
  • thereof exhibition: 6.340 m²
  • café/lounges: 950 m²
  • Maybach: 285 m²
  • cffices/Forum area: 1.860 m²
  • Technique/escape ways: 1.650 m²
  • Stage (incl. backstage): 1.350 m²
  • Surface “Markenband”: 1.200 m²
  • Media surface: 5,2 Mio. Pixel
  • Work phases acc. to HOAI: 1 – 9

 

Image Courtesy Andreas Keller, Altdorf

Dates

  • Planning start: 08/2010
  • Construction start: 04.07.2011
  • Construction completion: 11.09.2011
  • Trade fair: 13.-25.09.2011

 

Image Courtesy Andreas Keller, Altdorf

Architecture

An original image awaits visitors upon entering the historic-domed space, continuing the creative tradition of Mercedes-Benz at the IAA: along the longitudinal axis of the Festival Hall, visitor ranks on the north side and a vast stage on the south side are sharply juxtaposed. Both rise up, reaching towards the suspended midnight-blue dome.

Image Courtesy Andreas Keller, Altdorf

Along the side of the stage spans a 1200 m2, silver anodized and brushed alu-minium sculptural band with the Mercedes-Benz trademark. In the center of this sculptural band lies a staggered, kinetic media stage from which a continuous display-cycle of drama arises. A 40×12 meter, 4 megapixel LED installation bears the central theme of the exhibition space, an animated pulse, giving rhythm to the visitor experience before the unveiling of vehicles.

Image Courtesy Andreas Keller, Altdorf

From the entrance of the Festival Hall, visitors steadily rise to a height of 15 me-ters by escalator, where a breathtaking view over the entire exhibition awaits. From there, a nearly 650 meter route, through intimate, terraced spaces, return visitors to the ground floor. An optimal view of the media stage was intentionally designed through the entire experience. On all exhibition floors, the glass rail-ings, long edges, and built-in seating areas open new vistas and perceptions for visitors, who can leisurely move between the show on one end and information on the other. On all three levels, visitors experience well-structured and clearly arranged vehicle areas, historical artefacts and media installations.

Image Courtesy Andreas Keller, Altdorf

Communication

The main actors of this years auto show were the premiering of Mercedes Next vehicles. Visitors experience throughout the exhibition the new B-Class, the new M-Class, the conceptual A-Class, the research vehicle F125! and classic cars. Vehicle movements merge with various media and presentation formats in addition to choreography by live presenters with many tempo fluctuations. The design of horizontally and vertically arranged LED screens and curtains, in various resolutions, create marvelous spaces of surprise especially through its depth. The vastness of the stage, with its long passage and generous platform, return the space for various productions.

Image Courtesy Andreas Keller, Altdorf

The effect of kinetic media is particularly noticeable at the premiere of the new M-Class. Soaring landscape images in the foreground and background as well as an LED floor establish a dynamic space for the M-Class. In the final scene, the M-Class runs from the depths of space through the open space on a media hub.

Image Courtesy Andreas Keller, Altdorf

Simultaneously, the video display is in continuous flux, from horizontal landscapes to vertical cityscapes. The M-class image is brought to the stage in the auditorium of the Festival Hall. The vehicle presentations complement this years running-theme: “125! Years of Innovation.” It is the future outlook of Mercedes-Benz within the context of 125 years of innovation and development. Historic and current vehicles are shown on stage and directed through media.

Image Courtesy Andreas Keller, Altdorf

The growing consensus for electric vehicles is an important theme and takes up a large area in the exhibition. Eye-catching and technologically advanced is the new electric sports car SLS AMG E-CELL with its lightweight construction floating in the airspace. It stands for the intelligent use of new materials, increasing the efficiency of electric vehicles. Opportunities for a test-drive are provided in front of the Festival Hall: visitors can experience themselves the battery and fuel-celled vehicles on a test course.

Image Courtesy Andreas Keller, Altdorf

Image Courtesy Andreas Keller, Altdorf

Image Courtesy Andreas Keller, Altdorf

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